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Classic Comeback
GQ India
|March 2022
The iconic Cartier Tank Must has returned with a fresh set of colors and sizes to enthrall a whole new generation of admirers.
AT FIRST GLANCE, the new Cartier Tank Must is nothing more than a routine reissue of a classic dress watch. However, the story of the Cartier Tank is also the story of how Cartier came to be the third-largest watchmaker in Switzerland. Simple, elegant, and iconic: the quartz-powered Tank Must was the first major sales success from the French brand, selling in high volumes and putting Cartier on the map at a time when the quartz crisis was threatening to devour traditional watchmakers whole. The Tank born in the late 1970s wasn’t the original. To trace its legacy, we must travel back to 1919, when creating a rectangular wristwatch was a revolutionary act.
Diese Geschichte stammt aus der March 2022-Ausgabe von GQ India.
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